Do you really want to make Customer Experience your top priority?
Do you really want to make Customer Experience your top priority? Then meet Multilingual Hyper-Personalization: The Localization Strategy to follow to delight your potential customers.
A few years ago, I was involved in a mobile phone project, and I remember we had meetings every Friday where we discussed the progress of the project and the opportunities ahead of us as a company.
From those meetings, I remember two things
How good the chocolate hazelnut doughnuts were that the Program Manager would bring us 😋
The word "synergy" was used a lot in those meetings.
At that time, in the beginning, it was a word that I had not heard much. At the beginning, it seemed to be an interesting word.
The conversation going on in my head as I remember it went something like this ....
"We have to generate synergies working with the service providers"
Hmmm, that's a good idea!
"We have to generate synergies working with the Localization Engineers to internationalize our code."
Hmmm, of course, how I had not thought of that before?
"We have to evaluate synergies with the sales team to maximize results"
Hmmm, we indeed have to do more of that!
Synergies, synergies, and more synergies ... and what seemed to be an exciting concept at the beginning ... at the end I got tired.
I got tired of the word, and I mentally thought
"how cool it would be if they gave me a euro every time someone says the word synergy."🤑
There are words that when they become fashionable, we hear them all the time. I think the same thing happens to me with another term that I hear or read a lot, a lot everywhere ... and that word, well, words, better said since there are 2, are "customer experience/centric".
Now everything is customer experience.
Customers must have a delightful user experience.
We must put customers at the center of the universe.
Customer experience is our biggest priority
All companies nowadays seem to be Customer-centric, whose goal is to provide an incredible user experience ... and, I don't think it isn't a good idea to pursue our clients’ happiness, but what I don't quite understand in those buzzwords that remind me of the era of synergies ... is how some companies don't quite see how Localization is a crucial element in achieving that customer-centric experience that we all seek ... and that's what I want to unravel in the following paragraphs
How to achieve a delightful customer experience through Localization... or better said, through hyper Localization.
If you've not heard of hyper Localization, read on as I'm going to explain how the union of hyper-personalization and Localization would guarantee that your brand stands out, which in turn, would result in higher engagement, conversion, and revenue.
Let's start with a definition.
What is hyper-localization?
Hyper-localization is the process through which you create content that is especially relevant to a potential customer based on the data you have about them.
By personalizing such content, we ensure that we offer the Customer a product that can be useful to them.
Amazon does this in a very efficient way as from time to time, they send an email based on our search history or based on the products we bought/data collected
For example, a few days ago, I received a personalized offer with a pair of straps for a Fitbit Charge 3 that I bought as a gift some time ago.
This email comes fully personalized.
They address me by name.
It is localized. The price is in euros etc.
“Some companies sometimes forget that a Customer-centric strategy without an accompanying localization strategy to support it does not work.”
A big part of the customer-centric experience is related to the language, culture, the localized price per market, and payment methods.
However, I have seen companies on their website boast of following a customer-centric strategy.... still, then their mobile application shows errors when it has to show/display a special character because the font chosen does not support it
Together is better
If you have been following this blog for some time, it is not the first time you have read me mentioning together is better.
The fact is that in the end, through Localization, what we do is break silos and create bridges between cultures and markets.
A company that really wants to reach a diverse audience has a potent weapon through hyper localization.
The union of your marketing strategy + creating a hyper-personalization strategy with the help of your Localization team and/or LSP will help your product stand out. And a product that stands out from your competitors will perform better, will have higher engagement and better conversion rates.
A marketing strategy without feedback from Localization professionals will fail to make the customers feel that they are the center of the universe.
A localization strategy without marketing feedback will also fail to make the Customer feel that they are the center of the universe. So, together is better!
How To Achieve Hyper-Personalization with Localization?
Personalization and localization are fundamental elements in this union.
You need to offer your website/product in different languages
You need to consider the various currencies of your customers
You need to adapt your prices purchasing power by region
You need to offer the payment model which best suits each of them.
You need to use images that are relevant to their culture.
You need to use a tone in the content aligned to their lifestyle.
You need to enable multilingual chatbots so customers can access answers to their questions quickly in their native language and build trust.
You need to send multilingual marketing messages with targeted results of all the data you collected.
You need to localize your keywords to increase your search visibility
You need to localize the “Google My Business” experience to drive customer engagement at a local level
You need to create hyperlocal content adapted for each market and forget about starting in English and then translating ( it, it is infinitely better to simply use the English content as a reference but go freestyle in the adaptation aka. Transcreation).
Conclusion
Marketing is about understanding people. And if you make an effort to implement the suggestions I have summarized in the infographic above, I do not doubt that things will go well for your business.
Hyperlocalization can be challenging but is incredibly productive when everything is done correctly.
Hyperlocalization+ marketing is the best way to take your business to the next level and get new potential clients. Implementing the strategies listed above will make your product to be loved by your client, and yo'¡ll deliver the buzzword of nowadays … a customer-centric experience
Which hyper localization strategies have helped grow your business? Leave your comments in this post!
Have a great week!
@yolocalzo
Localization is all about adapting content from one culture to another, from one market to the next. The tricky part is the thin line separating appropriation and appreciation. The challenge is to adapt content respectfully and give proper credit. It's easy to blur the line between appreciation and appropriation. My post this week reflects on that.